04 social media marketing strategy

BY DR WALID EL-ETRIBY
Social
Media
marketing
Strategy

To fail to plan
is
To plan to fail

Our Content
 Greeting – Situation Analysis – Groups for final task.
 Objectives – Strategy.
 Strategy implementation – Tactics.
 Action plan – Control – Tools – Preparation for Task.
 Task discussion – How to deal with labor market.

 A digital marketing strategy is a channel strategy
 which means that it should...
1. Be informed by research into
1. customer channel behaviour
2. marketplace activity
3. Intermediaries
4. publishers
5. competitors
Digital marketing strategy definition

 A digital marketing strategy is a channel strategy which means that it
should...
2. Based on objectives for future online and offline channel contribution %
3. Define and communicate the differentials of the channel to encourage
customers to use it,
4. manage channel integration

 In another way, digital marketing strategy defines how companies
should:
1. Hit our channel leads & sales targets Budgets for Acquisition, Conversion,
Retention & Growth, Service
2. Communicate benefits of using this channel â€“ enhance brand

 In another way, digital marketing strategy defines how companies
should:
1. Prioritise audiences targeted through channel
2. Prioritise products available through channel

1. You're directionless
2. You won't know your online market share
3. Existing and start-up competitors will gain market share
4. You don't have a powerful online value proposition
5. You don't know your online customers well enough
What happen if you do not have strategy?

6. You're not integrated ("disintegrated"•)
7. Digital doesn't have enough people/budget given its importance
8. You're wasting money and time through duplication
9. You're not agile enough to catchup or stay ahead
10. You're not optimising
What happen if you do not have strategy?

 S – Situation analysis (where are we now?).
 O – Objectives (where do we want to go?).
 S – Strategy (how do we get there?).
 T – Tactics (the details of the strategy).
 A – Action (or implementation – putting the plans to work).
 C – Control (measurement, monitoring, reviewing and modifying).
SOSTAC®

Every plan must include the three key resources , the 3Ms:
 Men/women (the human resources);
 Money (budgets);
 Minutes (time).
The 3Ms

1
SITUATION ANALYSIS
 Where are we ?!
• Marketing Research.
• SWOT analysis.
• PESTEL analysis.
• Competitive analysis.
• Industry analysis
• Offline Presence.
• Customer Insights (what – why - how).
• Internal capital and resources.

Marketing Research
 The process or set of processes that links the
producers, customers, and end users to the
marketer through information used to identify and
define marketing opportunities and problems

PRIMARY RESEARCH
Is new research, carried out to answer specific issues or questions. It can involve
questionnaires, surveys or interviews with individuals or small groups.
 1- Focus Group.
 2- Interview.
 3- Survey.
 4- Observation.

SECONDRY RESEARCH
Makes use of information previously researched for other purposes and publicly
available.
 1- information on the internet.
 2- existing market research results.
 3- existing data from your own stock lists and customer database.
 4- information from agencies such as industry bodies, government agencies,
libraries and local councils.

7 Reasons to make marketing research:
1- Identify potential new customers.
2- Understand your existing customers.
3- Set realistic targets for your business.
4- Develop new, effective strategies.
5- Solve your biggest business challenges.
6- Prepare for possible business expansion.
7- Identify new business opportunities

When you should not make specific marketing
research:
1- A study will be more costly than beneficial.
2- The information you’re looking for is already out there.
3- The resources are not available.
4- You might risk your competitive advantage.

1
SITUATION ANALYSIS
 Where are we ?!
• Marketing Research.
• SWOT analysis.
• PESTEL analysis.
• Competitive analysis.
• Industry analysis
• Offline Presence.
• Customer Insights (who – why - how).
• Internal capital and resources.

TOWS
matrix
Opportunities Threads
Strengths
SO ST
Weakness
WO WT

Porter 5 forces model affecting competition

What – Why – How
CUSTOMER INSIGHTS

What is customer Insights
 best source to learn customer expectations, what they're thinking, their likes and dislikes,
behaviors.
 help in customer acquisition or retention. Thus, to improve your marketing and product
development and ultimately your business you need a customer insight strategy.

Why it is important:
 analysis allows you to
1- Identify patterns in their buying.
2- Learn about their business operation including product lines.
3- Find out exactly what’s important to them
4- To be able to build stronger relationships with them.

“How” Ways to get customer insights
 1- Observe users in their natural environment.
 2- Using online channels and tools.
 3- Get feedback from your customers in a lot of ways.
 4- Build relationships.
 5- Marketing research.
 6- Observe competitors customer.

2
OBJECTIVES
 Where do you need to go?!
* SMART Objectives.
*Communication Objectives
* Digital Marketing Objectives “5Ss”.

S.M.A.R.T.
 Specific – Are you focusing enough on a specific issue or challenge within the organization?
 Measurable – How do you plan to assess the performance? Will it be monitored through quantitative
or qualitative analysis for example?
 Actionable – Will it assist in improving performance if achieved?
 Relevant – Is the issue to be addressed within the domain of the digital marketing team?
 Time-related – Have you set a specific time period?.

Marketing objectives
 Refer to
 Sales.
 market share.
 distribution penetration.
 launching a number of new products.
 and so on……
Objective Types

Marketing objectives
 For example :
 To increase unit sales of product/brand X by 10 per cent over the next 12
months;
 To increase market share by 5 per cent over the next 12 months;
 To generate 500 new enquiries each month;
 To increase distribution penetration from 25 per cent to 50 per cent within 12
months;
Objective Types

Communications objectives
 Refer to how the communications should affect the mind of the target
audience:
 generate awareness, attitudes, interest or trial.
Objective Types

Examples of communications objectives:
 Increase awareness from 35-50% within 8 weeks of the campaign
launch among 25- to 45-year-old ABC1 women.
 Position the service as the friendliest on the market within a 12-month
period among 70% of heavy chocolate users;

 Reposition Guinness from an old, unfashionable, older man’s drink to a
fashionable younger person’s drink over two years among all 25- to 45-
year-old male drinkers;
 Maintain brand X as the preferred brand (or number one brand) of
photocopiers among at least 50 % of current UK buyers in companies
with 1,000-plus employees;

 Include Bulgarian wines in the repertoire of possible wine purchases among 20
per cent of ABC1 wine buyers within 12 months;
 Support the launch of a new shop by generating 50 % awareness in the
immediate community one week before the launch;
 Announce a sale and create 70% awareness one day before the sale starts;

5 Ss Model
 1. Sell - Grow sales.
 2. Speak - Get closer to customers through dialogue and participation.
 3. Serve - Add value
 4. Save - Save costs
 5. Sizzle - Extending your brand online

1- Sell
 Start with your most important transactions that lead to revenue and profit! That's sales
 if you don't sell online, the leads that your online marketing will deliver which will convert
through to sales or donations if you're a not-for-profit.

2- Speak
 Digital channels are not only great sales channels, they excel as communications channels to
engage your audience.
 Try to increase “WOM” word of mouth.

3- Serve
 Added value of digital channels Vs. before digital channels.
 The company website and social customer service are a natural place for customers to go to
get their questions answers or to complain

4- Save
 you should show the value you gain through using online channels to reduce service costs and
save on traditional media like print and post.
 For the customer you will save:
1- Time.
2- Money.
3- Efforts.

5- Sizzle
 Putting the Sizzle into your digital marketing will really help your sales and speak goals, but it's
not to easy to set goals for and then to track. So what is the … "Sizzle in your Sausage“.
 sizzle goals are levels of satisfaction and recommendations or advocacy.
 Some companies invest a huge budget for achieving sizzle goal.

3
STRATEGY
 How do we get there?!
• Segmentation.
• Targeting.
• Objective
• Positioning.
• Stages
• Integration
• Tools
3
STRATEGY

• how is the market broken up?Segmentation
• what target markets are chosen
• who is the ‘ideal customer’?
Target markets
• strategy must fulfil objectivesObjectives
• The product or service,
• Which drives the overall proposition
Positioning
Communications strategy is
STOP & SIT

Communications strategy is
STOP & SIT
•is there a sequence or series of stages?
“RACE”Stages
•does it all integrate smoothly perhaps
through a database?Integration
•TV, opt-in e-mail, PPC or social media, etc?
•whether you build your own network or use
someone else’s
Tools

3
STRATEGY
* Segmentation
 Means to divide the marketplace into parts, or segments,
which are definable, accessible, actionable, and profitable
and have a growth potential.
 A company may find it impossible to target the entire
market, because of time, cost and effort restrictions.

3
STRATEGY
Targeting.
 The selection of potential customers to whom a business wishes to sell products or services.
 The targeting strategy involves :
 segmenting the market
 choosing which segments of the market are appropriate
 determining the products that will be offered in each segment.

Country
Region
City
Metro size
Density
Climate
Social Class
Life style
Personality
Age
Gender
Family life cycle
Family size
Income
Occupation
Education
Religion
Race
Nationality
Occasions
Benefits
User status
User rates
Loyalty status
Readiness stage
Attitude toward
The product
Geographic Demographic Psychographic Behavioral
Identifying Market Segments & Targets

3
STRATEGY
Positioning.
 Refers to the place that a brand occupies in the minds of the
customers
 how it is distinguished from the products of the competitors.

Competitive Advantage “CA”

RACE Model for digital marketing

 Grow your audience online
REACH

 Encourage brand interactions and leads
ACT

 Increase sales through CRO “conversion rate optimization”
CONVERT

 Build customer loyalty and advocacy
ENGAGE

4
TACTICS
 How exactly do we get there ?!
 What techniques are you planning to use?
 Which from your experience would be the most effective on what you are trying to
achieve? Email Marketing? Ad Campaign?
 What data do we have on our customers that we can apply to this? What tools and
techniques are out there, that would improve our tactics?

4
TACTICS
* Marketing Mix.
* Communication Mix
* Buyer Persona.
* Content plan.
* Contact plan “channels”.

4
TACTICS
 w exactly do we get there ?!
* Marketing Mix.
* Communication Mix
* Buyer Persona.
* Content plan. Ho
* Contact plan “channels”.

4
TACTICS
* Marketing Mix.
a combination of factors that can be controlled by a company to influence
consumers to purchase its products.

1
PRODUC
T
A product refers to an
item that satisfies the
consumer's needs or
wants. Products may be
tangible (goods) or
intangible (services, ideas
or experiences).
•Product design –
features, quality
•Product assortment –
product range, product
mix, product lines
•Branding
•Packaging and labeling
•Services (complementary
service, after-sales
service, service level)
•Guarantees and
warranties

2
PRICE
Price refers to the amount
a customer pays for
enjoying a product.
Price strategy
Price tactics
Price-setting
Allowances – e.g. rebates
for distributors
Discounts – for customers
Payment terms – credit,
payment methods

3
PLACE
• Refers to providing
customer access
• Considers providing
convenience for
consumer.
Strategies such as
intensive distribution,
selective distribution,
exclusive distribution
Franchising
Market coverage
Channel member
selection and channel
member relationships
Assortment
Location decisions
Inventory
Transport, warehousing
and logistics

4
PROMOTIO
N
• Promotion refers to
marketing
communications
• May comprise elements
such as: advertising, PR,
direct marketing
and sales promotion.
• Promotional mix -
appropriate balance of
advertising, PR, direct
marketing and sales
promotion
• Message strategy -
what is to be
communicated
• Channel/ media
strategy - how to reach
the target audience

4
TACTICS
Communication Mix
Is the specific mix of advertising, personal selling, sales promotion, public relations,
and direct marketing a company uses to pursue its advertising and marketing bjectives.

4
TACTICS
Buyer Persona
Is a semi-fictional representation of your ideal customer based on market research and real
data about your existing customers.

Why is Buyer Persona
important?!
 Creating buyer personas allows you to get to know your customers better. ...
 Knowing your customers is important because you'll need to produce marketing assets
using language that resonates with your readers in order to convert them into customers.

5
Action Plan – tactics details
EXCEL SHEET

6
Control - KPIs
In addition to conversion rate
optimization “CRO”

DO YOU KNOW
MeaningBrief
COST PER IMPRESSIONCPM
COST PER CLICKCPC
COST PER LEAD / COST PER ACTIONCPL /
CPA
COST PER SALESCPS
CALL - To - ACTIONCTA

04 social media marketing strategy

04 social media marketing strategy

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